Graduate Job Profile - Events

Where to work – Events

Conferences and exhibitions put companies face to face with their target audience and enable them to achieve any number of marketing objectives including new product launches, branding, generating awareness, PR, direct sales – the list goes on.

There are 2 main types of exhibition – business and consumer – but both offer a targeted audience of buyers and decision makers.

Business conferences offer many of the benefits of an exhibition but with a smaller, and generally more senior, paying audience. Delegates attend to learn about their industry, develop their professional skills and network with peers and suppliers.

Most publishing companies have branched out into exhibitions and conferences in some form, but where the publishers really excel is in awards.

Again there are both consumer awards - The Brits, Mobo or Comedy awards – and industry awards from the generalists like Entrepreneur of the Year to specialist events across every industry sector.

There are also a huge number of consumer events, teams and competitions that secure high profile sponsorship packages.

Opportunities to break into this area of events/sponsorship are rare and you’ll need experience, but what would be cooler than securing a new shirt sponsor for your favourite football club, or perhaps working with a Formula1 team...?

Why work in Events?

So why choose events over other sectors of the media?

Well for one reason marketers are spending an increasing share of their budgets on experiential marketing – it’s the most dynamic media there is and you can’t get closer to your customers than face to face.

Unlike other media, events are all about bringing people together. The buzz of an exhibition is fantastic as your happy clients do business with thousands of their customers and potential customers.

As so much can be achieved through a live event, your clients’ objectives can vary massively so if you’re interested in business and marketing, then selling events can be very involved and satisfying.

Event companies also usually have a fantastic team spirit, pulling together to ensure a huge operation often over a year in the planning runs like clockwork. Plus the after-show parties can be great fun too.

"There are some nice perks - meeting celebrities, travelling to places you couldn't afford to otherwise - but we prefer people who get their kicks out of the job itself: selling great products and making good money."

sales director, consumer events

Events companies often employ a lower number of salespeople so you’ll get responsibility as a valued member of the team early on, plus the financial rewards – particularly at conference companies – can be huge.

As the sector employs a smaller number of salespeople, don’t panic if you can’t find the perfect graduate sales opportunity. Get a year or two of sales experience anywhere in media under your belt and you’ll find there are plenty of opportunities to make the move into events.